McLean, Va. (June 17, 2003) — In response to numerous government reportsciting the lack of physical activity in the United States, SnowSports IndustriesAmerica (SIA) is launching Winter Feels Good this summer, a nationwidepublic awareness campaign that promotes the health, fitness, social aspectsand benefits of snow sports participation. This initiative, targeted atkids under 14 and their parents (particularly moms) includes: an educationalcomponent through its website, www.winterfeelsgood.com, a community outreachprogram and a media relations component.
Winter Feels Good is a public relations component of Project Kids establishedby SIA, an industry-wide program that encourages snow sports participationamong youth.
“More than 61 percent of Americans are overweight and there are three timesas many overweight adolescents in the U.S. now compared to 30 years ago,”noted David Ingemie, president of SIA. “Winter Feels Good promotes physicalactivity through snow sports. This campaign provides an abundance of informationto consumers about how to become involved, where to go, what to wear, howto get in shape and specific statistics about health benefits. Retailers,resorts and organizations involved in the winter sports community willparticipate through their own programs. This is an industry first.”
As part of the community outreach effort, SIA also is pursuing partnershipopportunities with community organizations that are addressing the lackof physical activity issues in the U.S. These groups include the AmericanHeart Association, the American Diabetes Association, Girl Scouts, BoysScouts, The National Coalition for the Promotion of Physical Activity andothers.
Educational institutions from the elementary level through higher education,government agencies, such as the Department of Education and the Departmentof Health and Human Services, and corporations interested in health issuesalso are being targeted as partners in the Winter Feels Good campaign tofurther the messages of the campaign.
“Kids certainly are interested in the fun aspect of snow sports,” saidMary Jo Tarallo, director of public relations and education at SIA. “We’rebanking on the fact that parents, and especially moms, will be more interestedin activities that can keep their kids healthy. In fact, a recent studyconducted by the National Association for Sports and Physical Education(NASPE) found that optimal health for their children was of utmost concernfor the parents involved in the study.”
Fact sheets included in the Winter Feels Good information kit cover gettingin shape for snow sports, advances in equipment and apparel that make participationuser friendly, calories burned while skiing, snowboarding and snowshoeing,innovative and affordable learning programs and much more. The Web sitewill be expanded during the summer to include links to resorts and retailerswith programs that encourage snow sports participation.
“This is a different public relations approach for us,” continued Ingemie.”We think it’s timely considering all of the media coverage about healthconcerns in the U.S. It’s a program that the entire snow sports industrycan support.”
Retailers, resorts and other organizations involved in the winter sportsarena are encouraged to use the WINTER FEELS GOOD messages in their ownpromotions and are urged to participate in the campaign through their ownprograms that target their customers and members. A public relations “toolkit” with suggestions on how to utilize the WINTER FEELS GOOD informationpackage is now being prepared for distribution to retailers later thissummer. A similar package will be available for resorts.
The media relations component of Winter Feels Good kicked off in May withvisits to 28 national magazines located in New York City, including Shape,Self, Fitness, Sports Illustrated for Kids and Nick, Jr. Other nationalmedia as well as regional and local media will be receiving the WinterFeels Good information now and throough the fall.
Vibrant and proactive, SnowSports Industries America (SIA) is the intelligentpartner of the snow sports industry. SIA annually produces the SIA SnowSportsShow, the largest industry trade show and networking environment, and deliversinvaluable data, support and marketing products. Celebrating its 50th Anniversary,SIA serves as the national, not-for-profit, member-owned trade associationrepresenting snow and winter sports companies. For more information, checkout www.thesnowtrade.org. SnowSports Industries America, 8377-B GreensboroDrive, McLean, VA 22102-3587. Phone: (703) 556-9020, Fax: (703) 821-8276,Email: [email protected]